evolve'13 | keynote | building a digital collective | todd schwarz
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BU ILDING A DIGITAL MARKET ING COLLECT IVE WE ARE IN THIS TOGETHER
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STANDARD QUESTIONS
The top 5 digital marketing questions:
• Who owns digital marketing for our site? • What does it take to succeed in digital marketing? • What are the big, transformative steps that need to be taken? • When can I expect to see value from my digital marketing spend? • What new technology do we need? Sound familiar?
BU ILDING A DIGITAL COLLECT IVE
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ABOUT Todd Schwarz
• SVP with Acquity Group / Managing Director with Accenture Interactive
• 16+ years of experience
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ACQUITY GROUP HOW WE MAKE TOMORROW
CUSTOMER ACQUISITION CONTENT &
COMMERCE
OMNI-CHANNEL
BRAND ENGAGEMENT
DIGITAL TRANSFORMATION
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BU ILDING A DIGITAL COLLECT IVE STARTING THE DIGITAL MARKETING DAY
It begins like any other:
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BU ILDING A DIGITAL COLLECT IVE LET’S START SMALL
One cup.
Maybe two.
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BU ILDING A DIGITAL COLLECT IVE OR LET’S PLAN FOR MORE
More than one person = You need a pot of coffee (or a couple pots).
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BU ILDING A DIGITAL COLLECT IVE NOT BIG LEAPS
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You wouldn’t make all the coffee for the month on one day…
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You make coffee every day and everyone helps keep the coffee flowing!
BU ILDING A DIGITAL COLLECT IVE DAILY STEPS
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Like making coffee, you wouldn’t spend only one day a month on all your digital marketing needs It’s a daily process But who’s supposed to take care of it?
BU ILDING A DIGITAL COLLECT IVE ROLES & RESPONSIBILITIES
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You could have an every day Chief Coffee Officer…
BU ILDING A DIGITAL COLLECT IVE ROLES & RESPONSIBILITIES
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But if your CCO is out of the office…
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Not to fear. Making coffee can be the responsibility of everyone!
BU ILDING A DIGITAL COLLECT IVE ROLES & RESPONSIBILITIES
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BU ILDING A DIGITAL COLLECT IVE THE NEED TO CHANGE
Just like everyone needs to support making coffee in the morning, everyone needs to be part of Digital Marketing. Yet, too often, digital marketing is thought of as the responsibility of an individual person or a single department.
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BU ILDING A DIGITAL COLLECT IVE THE NEED TO CHANGE
Just like everyone needs to support making coffee in the morning, everyone needs to be part of Digital Marketing. Yet, too often, digital marketing is thought of as the responsibility of an individual person or a single department.
Digital Marketing is forcing us to rethink about how we organize our business and how we organize our teams. It is increasingly becoming the responsibility of everyone who works on the digital channel.
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OUR COLLECTIVE CHALLENGE
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BU ILDING A DIGITAL COLLECT IVE DATA IS ENDLESS
Digital Data is Endless… and Growing..
Adver5sing & Acquisi5on
Interest
Intent
Retain
Discovery
Conversion
“How do I organize and manage my
digital data?”
“How do I find actionable insights out
of mountains of data?”
“How do I optimize across the customer journey and target?”
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BU ILDING A DIGITAL COLLECT IVE WHERE DO YOU START
Behavioral “What I’ve done” Environment “Where I am now” Social “What I like” Demographic “Who I am” Acquisition “What I’m looking for”
TOO MUCH DATA: TOO MANY TOOLS: NOT ENOUGH INSIGHTS:
?
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BU ILDING A DIGITAL COLLECT IVE WHERE DO YOU START
Behavioral “What I’ve done” Environment “Where I am now” Social “What I like” Demographic “Who I am” Acquisition “What I’m looking for”
TOO MUCH DATA: TOO MANY TOOLS: NOT ENOUGH INSIGHTS:
?
ORGANIZE DATA MAXIMIZE TOOLS INCREASE INSIGHTS
Manage Silo + Multi-Channel Data Increase Value of Solutions Answer Questions/ Provide Value
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BU ILDING A DIGITAL COLLECT IVE ENTER MARKETING CLOUD
=HAPPY
CUSTOMERS
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BU ILDING A DIGITAL COLLECT IVE SOME DIGITAL MARKETING CONCEPTS
Digital Marketing concepts that you should be thinking about and hopefully acting on within your own digital experiences: • Anonymous Users • Ask for Information • Next Generation Design Paradigms • Context is Everything
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THE ANONYMOUS USER
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Why is it so hard to find good examples of targeting the anonymous user? • Do we have the tools? • Do we know what questions to ask? • Do we know how to create landing pages and
modular content?
BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER
?Yes, there are some limitations: • Privacy restrictions of identifiable information • Some devices/browsers encrypt information • 36% of all keywords typically report as “unspecified”
But still, why are so few sites or businesses doing it?
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Any site with a login has an advantage…
BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER
But not all sites have a good reason to login at first… Visiting a site for the first time can be like a first date!
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BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER
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BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER
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BU ILDING A DIGITAL COLLECT IVE WE HAVE THE TOOLS?
Highly Predictive Anonymous
Profile
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BU ILDING A DIGITAL COLLECT IVE EXAMPLE VARIABLES
Referring domain Campaign ID Affiliate Pay Per Click Natural search Direct/bookmark
Referrer Variables
Customer/prospect New/return visitor Previous visit paHerns Previous Product interests Searches Previous online purchases Previous Campaign exposure Previous Campaign responses
Site Behavioural Variables
IP address Country of origin Time zone Opera5ng system Browser type Screen resolu5on
Environment Variables
Temporal Variables
Time of day Day of week Frequency
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BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER TARGETTING
Increased monthly SEM revenue by 700%
Targeted Landing Pages with targeted content
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BU ILDING A DIGITAL COLLECT IVE RETARGETTING, WE KNOW MORE
OR
Retargeting is made easier with AEM
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BU ILDING A DIGITAL COLLECT IVE RETARGETTING
OR
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BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER TESTING
15.2% conversion 20.9% conversion
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Version B = Higher Conversion Rate Changed the following: 1. Replaced “Buy” with “View SMS Prices”. 2. Small "Money Back Guarantee" icon. 3. Added "SMS Solutions Since 2011" text. 4. Added site stats: "messages sent", "active customers". 5. Rotating customer testimonial box.
BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER TESTING
Overall conversion rate improvement was 37.6%.
Source: ABTEST
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• Want to buy a service or product • Want to find the nearest location • Want to contact someone for help • Want to invest • Looking for a job
BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER
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ASK FOR INFORMATION
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It starts with collecting data. If you have no data, you’re managing your site blindly, which means you are going to be left behind.
BU ILDING A DIGITAL COLLECT IVE ASK FOR INFORMATION
Customers have tons of information to give you. You just have to “ask” them for it. There are many ways to collect meaningful information: content selections, surveys, ratings & reviews, forms, etc.
But data alone isn’t good enough, you need information, in fact, I would argue you need consumer-provided information.
Customers now have a voice, traditional marketing techniques of talking to customers are over, at least digitally.
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BU ILDING A DIGITAL COLLECT IVE ASK FOR INFORMATION
Did you know that negative affirmation actually provides credibility? 1 review can be more powerful than 100 reviews!
Organizations must be willing to change to adopt this new era of asking for information.
How many of you when looking at a product on Amazon (or equivalent) look at the negative reviews first? Does that always stop you from buying?
Often negative reviews give the answers on how to improve your product or service.
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BU ILDING A DIGITAL COLLECT IVE ASK FOR INFORMATION
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What kind of information or product are you looking? Which one of these do you like better? Which is more relevant?
BU ILDING A DIGITAL COLLECT IVE HAVE THE CUSTOMER TELL YOU
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NEXT GENERATION DESIGN PARADIGMS
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Old ways: • Limit template count • Limit scrolling • Limit Page size • Fixed navigation options • Require Pagination
BU ILDING A DIGITAL COLLECT IVE DESIGN PARADIGMS HAVE CHANGED
Nobody scrolls! Put boring stuff here.
Nobody reads! Only give them 5 options.
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BU ILDING A DIGITAL COLLECT IVE NEXT GENERATION DESIGN PARADIGMS
New ways: • Responsive design • Dynamic filtered navigation • Parallax scrolling • Swipe is the new click • Bandwidth is bigger • Rich meta data tagging • Integrated content & commerce
www.no-limits-design.com
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Don't confuse responsive design with shrinking or eliminating content.
BU ILDING A DIGITAL COLLECT IVE RESPONSIVE DESIGN
You just destroyed any context you had and if you believe Content is King, eliminating part of it isn’t helping.
Web content should be no different than newspapers or traditional journalism, where content has an opening, conflict or purpose and a closing.
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BU ILDING A DIGITAL COLLECT IVE SCROLLING IS GOOD
Scroll away!
Conventional navigation is still there, but new design conventions are being used to market by interest!
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BU ILDING A DIGITAL COLLECT IVE SCROLLING IS GOOD
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BU ILDING A DIGITAL COLLECT IVE NEXT GEN
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BU ILDING A DIGITAL COLLECT IVE LEARNING ABOUT YOU
If you land on a home page today....
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BU ILDING A DIGITAL COLLECT IVE ENGAGEMENT
It’s about engagement, simplicity, and the experience; not only selling.
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BU ILDING A DIGITAL COLLECT IVE META DATA
A very different example, but equally as powerful
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CONTEXT IS EVERYTHING
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BU ILDING A DIGITAL COLLECT IVE CONTEXT WE KNOW
Succeeding at context is what drives a new type of conversation with your customers! • User demographics • User location • User preferences • Order history • Search keyword • Campaign ID
Context = Triple Shot of Espresso
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BU ILDING A DIGITAL COLLECT IVE CONTEXT BY GEOGRAPHY
Location aware, in-market services and targeted content
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BU ILDING A DIGITAL COLLECT IVE IN CULTURE CONTEXT
Source: Acclaro
Indonesia’s launch of 7-Eleven
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BU ILDING A DIGITAL COLLECT IVE OMNI-CHANNEL CONTEXT
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Social has changed context to be even more relevant.
BU ILDING A DIGITAL COLLECT IVE SOCIAL CONTEXT
Likes Justin Bieber Likes Justin Bieber 47 years old Lives in Portland Browses on mobile, buys on desktop “Likes” 5 hair gel companies on social media Ships most of his hair gels to work
Then: Now:
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If I gave you access to my social network, you would know:
BU ILDING A DIGITAL COLLECT IVE SOCIAL IS EVERYWHERE
Has a daughter Lives in Southern California Very active in Crossfit
Takes a ski vacation every February Competes in Trail Running races
Follows digital media companies Likes all sorts of music Follows various sports personalities
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BU ILDING A DIGITAL COLLECT IVE SOCIAL UNIVERSE
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BU ILDING A DIGITAL COLLECT IVE HELPING IS THE NEW SELLING
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REI is keeping you connected, even though they want you disconnected
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Starbucks and Square.
BU ILDING A DIGITAL COLLECT IVE TRENDS
+• Linked directly to debit or
credit cards • No Starbucks card reloads • Digital receipts • Payment is as easy as
opening Wallet App and scanning the QR code
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Birthdays In Store Gift Ideas
BU ILDING A DIGITAL COLLECT IVE POSSIBLE
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Audio Next Stop Notifications
Products Total amount owned
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What if I could tell you… What you would like on my site before you even shop there What your spending patterns are during the year Who your relationships are and the profiles of friends you associate with When you go on vacation What you do for exercise SOUND CRAZY?
BU ILDING A DIGITAL COLLECT IVE WHAT IF?
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Even if I could only target a small slice of everything there is to know about someone think about how much more powerful that could be. Think about the intrinsic value you just created for that user and your site.
BU ILDING A DIGITAL COLLECT IVE SHOW CONNECTION
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Digital Marketing can’t be done alone…
BU ILDING A DIGITAL COLLECT IVE IN CLOSING
Developer
Creative Designer
Corporate Sales
Analytics Specialist
Product Manager
Welcome to the
Collective
• Target the Anonymous User
• Ask for Information and start to segment
• Use Next Generation Design Paradigms
• Build with Context in mind
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Digital Marketing can’t be done alone…
BU ILDING A DIGITAL COLLECT IVE IN CLOSING
Plan for Tomorrow, Think Big, but Start Now. Don’t be blind and left behind.
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BU ILDING A DIGITAL COLLECT IVE THANK YOU
THANK YOU! Todd Schwarz SVP, Acquity Group Managing Director, Accenture Interactive [email protected]